| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w22994 |
| 来源ID | Working Paper 22994 |
| A Theory of Bundling Advertisements in Media Markets | |
| Kevin M. Murphy; Ignacio Palacios-Huerta | |
| 发表日期 | 2017-01-02 |
| 出版年 | 2017 |
| 语种 | 英语 |
| 摘要 | Watching TV and other forms of media consumption represent, after sleeping and working, the main activity that adults perform in developed countries. We present a dynamic theory of commercial broadcasting where the media trade utility-raising goods (programs, information, and services) with audiences in exchange for their exposure to advertisements (utility-decreasing bads), and where goods are otherwise free to the audience except for their opportunity cost of time. Goods and bads are dynamically arranged, and as such traded in an intertemporal bundle. No monetary transfers take place between media and audiences, and this barter exchange is not contractually sustained. We study this dynamic problem in a model that captures the central characteristics of how commercial media markets operate. The model is rich enough to account for a variety of disparate evidence in television, radio, print media and the web. |
| 主题 | Microeconomics ; Households and Firms ; Industrial Organization ; Firm Behavior ; Industry Studies |
| URL | https://www.nber.org/papers/w22994 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/580667 |
| 推荐引用方式 GB/T 7714 | Kevin M. Murphy,Ignacio Palacios-Huerta. A Theory of Bundling Advertisements in Media Markets. 2017. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w22994.pdf（526KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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